Vivo Energy, the company responsible for distributing and marketing Shell and Engen-branded fuels and lubricants across Africa, has launched a new corporate brand following its merger with Engen in 2024.
The rebrand reflects the company’s expansion into 28 markets and its aim to position itself as a leading energy business in Africa.
“As our company grows, we need a unified corporate brand that reflects our ambition and strengthens our identity,” said Stan Mittelman, CEO of Vivo Energy. “With Africa’s resources and dynamic population, we see significant opportunities, and our new brand aligns with our commitment to innovation and progress.”
New Corporate Identity
The updated brand includes:
- A new logo, the ‘Dynamic V,’ representing momentum and leadership.
- A revised colour scheme reflecting energy and innovation.
- A corporate identity designed to unify the company across its markets.
Shell and Engen will remain the company’s primary consumer brands, while the new corporate identity serves to integrate the broader business.
“Our new brand is more than a visual change – it reflects our future direction,” Mittelman added.
About Vivo Energy
Vivo Energy operates in 28 African markets with over 3,900 service stations under the Engen and Shell brands. It supplies fuels, lubricants, and LPG to businesses in sectors including transport, aviation, construction, and agriculture. The company employs around 6,000 people and has access to over 2.1 billion litres of fuel storage capacity.
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